Malaysian F&B enters German market with Go Asia

by FAYYADH JAAFAR / pic by HUSSIEN SHAHARUDDIN

MALAYSIAN homegrown food and beverage (F&B) companies have entered the Germany market through Asian supermarket Go Asia. 

Go Asia has 31 branches located throughout Germany, and will be a platform for these Malaysian companies to promote their products in the European region. 

The initiative started during Malaysia External Trade Development Corp’s (Matrade) participation in one of Europe’s largest F&B trade fairs, Anuga, from Oct 9 to 13, 2021. 

Matrade Deputy CEO (export acceleration) Sharimahton Mat Saleh (picture) said this successful initiative is a good example for other Malaysian companies to emphasise on quality and innovation as well as actively seek business opportunities globally. 

“Malaysian food is well accepted by many and recognised for its superb taste, excellent quality, safety and innovativeness. 

“These Malaysian F&B players have developed competitiveness and unique niches, including qualifying themselves for industry-specific international recognitions such as Good Manufacturing Practises, Hazard Analysis and Critical Control Points and ISO 22000 Food Safety Management System,” she said, adding that these recognitions will help Malaysian companies in expanding their exports globally. 

In total, 23 stock-keeping units (SKUs) were selected from Ganda Kota Sdn Bhd, Doluvo Sdn Bhd and Industri Makanan Jati Sdn Bhd. 

The selected products including ice bars, coconut-based products, fried chicken and tempura flour mix, among others, will be shipped to Germany. 

Additionally, Malaysian F&B products are also promoted through the newly launched e-commerce platform, Mal Asia, the first online store built solely to market Malaysian food and non-food products, especially in the DACH (Deutschland, Austria, Confoederatio Helvetica) market region, which includes Germany, Austria and Switzerland. 

Over 40 SKUs of Malaysian products from more than 20 companies are listed in the online store, which is aimed to provide easy access for consumers to purchase Malaysian products directly from manufacturers or distributors. 

Meanwhile, the demand for halal-certified products is growing rapidly in Europe.

“Halal (products) also offer a great prospect for Malaysian companies to reach out to the buyers here who are constantly looking for halal F&B, halal ingredients and halal beverage to cater to the large Muslim population living in Europe,” Sharimahton said. 

Matrade director of halal, F&B and agro-based section Remee Yaakub has urged Malaysian companies to seize the opportunity and take advantage of the growing demand for halal products. 

“Malaysia’s F&B products’ popularity has been growing among foreign buyers with a plethora of culinary offerings complemented by our multicultural population. 

“By leveraging on this advantage, Malaysian companies are encouraged to capitalise on Matrade’s programmes such as the Malaysia International Halal Showcase and international trade fairs such as Gulfood in Dubai, Foodex in Japan, Sial in France and Fi Europe in Germany,” he said.